French dating site market, dating site, Badoo, AdopteUnMec, Tinder, Meetic, Edarling, Attractiveworld, dating sector, online dating, SWOT analysis, marketing mix, PESTEL analysis
Online dating has now been around for more than a decade and online dating sites have become part of the way of life of the French population. By allowing a user to meet singles or like-minded people with whom they can share life aspirations, passions and the same desire for relationships. Dating platforms make it possible to facilitate the process of matching two users in an era where digitisation accounts for a big part of our everyday life.
[...] Another type of site concerns online marriage agencies: by offering singles the opportunity to meet in person, these platforms connect members with each other using corresponding selection criteria. Here, in most cases, it is sufficient to answer specific questionnaires, and the compatibility rate will allow two members to be put in touch with each other. We find eDarling and Meetic Affinity are the most popular in this category. Erotic dating sites offer erotic dating, as the name of the category states, and offer swingers and libertines, even fetish adventures. Users of these categories are sometimes couples and come from a slightly older age group than the 18-35-year-olds. [...]
[...] Product The services offered on dating sites are therefore the meeting of another user whether sexual, friendly or romantic: the service is normally free. The sites also offer premium subscriptions, of one or more months, which allow you to meet more suitable profiles (such as the Meetic site), or sometimes to change its location (as the Tinder premium account offers), as well as other specificities. B. Price Subscription prices apply to premium accounts, the offers are quite variable depending on the choice of subscriptions and the site selected. [...]
[...] The turnover of leaders continues to increase steadily. - The market has diversified; the sites now offer new specific themes and are more specialised. - Generic competition is not the biggest threat in the market, as 60% of the market is held by the leaders in terms of turnover. - The sites become platforms in their own right, by offering themed meetings via parties, dinners which are specially designed for singles. - The increase in the number of single people estimated at 18 million by INSEE means that the target market is increasing. [...]
[...] Economic The market turnover is growing and stands at 172 million euros in 2020, but the dating site market is saturated. C. Social The number of divorces is increasing of couples divorce, or about 130,000 divorces per year), marriages are delayed due to the increase in the age of single people and the tendency for infidelity. People feel lonely, so they seek to meet people in order to find love. The democratisation of dating sites is not integrated into all habits, which can be an issue for the friends and family of a user. [...]
[...] The French capital is only in sixth position after Marseille and Strasbourg. - Conversely, Paris is the city with the most male users: 75% of users are Parisians, followed by Strasbourg and Marseille. Bordeaux is only in 6th position. The distribution of site use by age group was as follows in 2016: - Users being the most likely on a dating site or application are 18-25- year-olds, with around 30% of them logging in regularly, or one in four. Unlike 26-30-year-olds in whom one adult in five will connect regularly People over 30, and especially over 35, are less numerous: less than 10% of them are present on a dating site. [...]
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